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Global brand sensitivity reflects perceived product excellence. (includes related article)(On Research)
Brand images in certain product/service categories provide worldwide marketing clout, a recent consumer survey shows. Conducted by International Research Associates (INRA), the survey represents close to two billion consumers in 40 countries (see page 9 for methodology).
The findings seem to reinforce the conclusion that "brands are the primary, most long-lasting assets of businesses," stated Jean Quatresooz, President, INRA (Europe), based in Brussels, Belgium. "The real value of a company lies outside the business itself, in the minds of consumers [who are] potential buyers," he said.
Quatresooz was one of many speakers at a global conference sponsored by ...
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